How to use content marketing to increase your reach – and sales
By : mmhemani

how to use content marketing

The ultimate goal of a business is to increase sales and revenue. Since content marketing is the new buzzword, many B2B and B2C enterprises have started building their marketing strategies around content.

How to use Content Marketing?

Content marketing is the process of creating written or visual content to gain new followers, customers and increase sales. The traditional method of outbound marketing or cold calling and advertising has changed drastically.  Today’s customer has learned how to filter out ads, block pop-up ads and reveal caller IDs.

Businesses are investing on inbound marketing to get new leads. Content is king, so building an attractive website is crucial for the growth of any business. According to a survey by Custom Content Council, 72% marketers feel that content marketing provides them with better ROI than advertising, while 69% find it more efficient than PR and email campaigns.

However, many marketers are still not using their content to its full potential. Each piece of content should be created with an end goal in mind. For most pieces, the purpose is to increase sales and business reach.

Here are some tips for creating content that aligns with your business objectives and gives the potential customer exactly what they are looking for:


Create content based on customer psychology

Businesses are getting savvy with their content marketing skills, and standing out of the crowd is crucial for survival. You need to be more creative in persuading the client to buy your product, and one great way to do that is by using customer psychology to your advantage.

It is a scientific process where you have to learn some fundamental aspects of how a human brain functions. When you create content, your goal is to make people read it. By integrating neuroscience and sales psychology into your content strategy, you can make your best guess at deciding what sort of content will engage your target audience.

Neuroscience is the study of the conscious and unconscious actions of our body, and at the end of the day, a user’s decision to engage with content is led by these conscious and unconscious signals initiated by the brain.

When you see a funny meme on Facebook, you feel like sharing it on your timeline and saving it to your camera roll to share it on WhatsApp or Viber. Your actions are initiated by your brain, which indicated to you that this photo is funny and you have to share it.

Visual content gets 2x more likes than text. Multimedia persuades people to interact and share. That’s why using visual content for your business will give you better odds at increasing your reach and sales. In a B2B scenario, you can achieve this goal by creating more infographics and short videos to guide people about your services. You can also use these powerful digital tools to acquire more digital B2B clients.


Example: Denny’s

One great example of a business which creates entertaining content is Denny’s. Their Tumblr Blog is a mix of weird, hilarious and downright smart things, but the fascinating thing is that all of these elements stay relevant to the brand.


Their content is so funny that people don’t hesitate in sharing it. They have understood the ‘wacky’ sense of humor of their audience, and all their posts push the right buttons.  The positions are optimized for each social media platform, which makes them fit perfectly.


Create awareness

You can find customers at the very beginning of the sales funnel by answering their questions before they even ask them. The best way to do this is by making a business blog.

Your content is going to show your potential customer the value your business can provide. Marcus Sheridan, a content marketing guru, says, ‘They ask, you answer.’ Judging by the searches, you should create content, which is a visual or text form of FAQ about your business.

70% people want to know about a product or service through content rather than traditional advertising. Searchers are not only typing long sentences in the search bar but also using voice searches to ask questions like ‘How to XYZ’ or ‘Where to find XYZ.’

Research about the frequently asked questions about your brand and interrogated your sales team. Come up with standard user queries and build visual content like tutorial videos or write how-to articles to answer these queries. Use social media channels like Facebook pages, Twitter profile and Instagram account to directly respond to questions.

Example: Virgin Mobile

Virgin mobile was one of the first wireless communication service providers to adopt a content marketing strategy. Ron Faris, Head of Brand Marketing at Virgin Mobile, told Forbes

Scaling our content efforts isn’t just about expanding the size of our social reach across new platforms. It’s also about deepening the level of engagement we have with our fans in the social communities they hang out in. We’ve been successful so far in rewarding our fans with Virgin experiences on Facebook and Twitter. The next step is to evolve our social platform to allow fans to reward one another with special moments.

They have built respect for their brand by engaging with followers and providing them with better customer service through the various digital channels. You can also learn this simple strategy of paying less attention to follower count and more to customer queries. Read more about how ‘Virgin Mobile fell in love with content.’


Build trust around your brand

If you publish content frequently, you can build confidence with your customers as well as with search engines. By regularly posting content on your blog, there is an excellent chance to get more links, shares and better rankings.

If you have done a good job with basic SEO on your site, you should be good to go. Otherwise, you can hire a good agency to handle your site’s SEO. Most startups hesitate to invest in SEO, deeming it costly or ineffective.

In reality, the cost of SEO services is quite manageable, even for a startup. Your potential clients will trust you more, because of the transparency you provide around your products and services.

This trust will draw all the leads towards the sales funnel. Users will interact with your content on a regular basis and might want to buy your product. The natural byproduct of this relationship will be higher sales.

Example: IBM

IBM has capitalized on their knowledge by developing highly-motivated content marketing strategies. IBM has used different types of content to get leads and nurtured those leads into paying customers with their innovative content.

They offer educational videos for free on many platforms, frequently reach out to key influencers in the industry and create blog posts based on their Voices page. This is a sure way to develop content which hits the right nerve with the target audience. Read more about why IBM is #3 on Kapost’s top 50 content marketing brands.


Optimize for mobile

Google continually improves its algorithm to make sure that the search results are based on the best user experience, especially on mobile devices. Mobile searches are higher in number than searches made on desktop or laptop computers.

Content Marketing chart

You need to make sure that your content fits into the mobile version. It’s not only useful in gaining more customers but also gives an impression that your company is handling digital media correctly.


Stay a step ahead of your competitors by optimizing content for mobile and providing a great user experience to potential customers. Website developers should explicitly check if the content is working well on all formats.

Example: Fandango

Fandango does a great job of providing their customers with the best information quickly on mobile devices. They also have an app, which uses location targeting to search for nearby cinemas and events.


They have optimized their content so perfectly that users can get a genuine movie ticket on their mobiles, which is accepted in most of the big cinemas. To complete their sales cycle, Fandango provides a QR code with the ticket. All you have to do is bring the code to the theatre and get it scanned for instant access to your favorite show.


Key takeaways:

  • Content marketing is a highly efficient way to promote your business and get a good ROI. However, you should be able to identify your audience and their needs, to create engaging content.
  • Improving your content strategy will earn your business a greater reach and reward you with higher sales.
  • Your social media presence will help in getting higher sales only if you engage with users and answer their genuine queries.
  • Sales psychology will help you a lot in understanding how a user follows a thread on the internet so that you can design targeted content.
  • Make sure that your content is easily shareable on all favorite social mediums.
  • Optimize your content for mobile devices, to provide a high user experience.
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Moosa Hemani stands out for many reasons, but one is simply for his exceptional desire to contribute to the SEO community through his writing and participation in social media. You would be hard pressed to find a highly-visible SEO site that he has not contributed to in way. He is also a truly nice guy, which always impresses me. There’s no ego, but there is confidence. I’d be honoured to have the chance to work with Moosa.

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